The 3 Kinds of Social Analysis You Need to Build a Winning Strategy

The 3 Kinds of Social Analysis You Need to Build a Winning Strategy Lucy Hitz Blogger Extraordinaire Simply Measured

So you wanna be on top?  

This classic line from the America’s Next Top Model intro always runs through my mind when I think about winning at anything, but maybe that’s just me and Tyra Banks. The real, fundamental question for social marketers is this:

How do I use social to reach my brand’s goals? 

The question seems simple at first, but it should be at the core of your social marketing efforts.

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The first, foundational step of the social marketing process is defining and planning your social strategy.

Planning within social media marketing is composed of three key types of analysis:

planning types

Using just one of these components as a basis for social strategy is an ineffective way of operating and leaves out crucial information.

By combining all three, marketers gain a holistic view of their social landscape.

1. Audience Analysis

First, I do an  audience analysis, which is the process of profiling, segmenting, and grouping people by demographics, interests, and behaviors.

audience plan

In this stage, I will be able to answer questions like:

  • Who are my brand’s active and influential followers and fans based on audience size, posting frequency, and engagement trends?
  • Which partnerships can I develop to build trust and loyalty, and interact with up-to-now untouched audience segments?
  • How should I modify my content creation, network preferences, and posting tactics to entice my audience segments?
  • Why is my audience responding to my social content negatively, and how can I avoid this in the future?
  • Which topics do my audience like to hear about?

2. Conversation Analysis

Next, I  conduct a conversation analysis, which is the process of identifying and understanding conversations surrounding a brand, specific topics, or any selected area of interest.

conversation analysis

I will be able to answer questions like:

  • How much and how often are users engaging in conversation around a specific topic?
  • What are the hot-button issues in my industry?
  • Am I staying relevant with my social content?

3. Competitive Analysis

Finally, I  run a competitive analysis, which is the process of looking at specific companies within a chosen industry or segment, focusing on their activities, benchmarks, and tactics to gain strategic insight.

Competitors social

My competitive analysis will help me answer questions like:

  • Who are my industry competitors?
  • Who are my aspirational social competitors?
  • What are they doing?

How Do I Turn Insights into Strategy?

This is the big-ticket question, isn’t it?  Download our Social Planning & Strategy Kit below to receive:

  • The Three Fundamentals of Setting a Successful Strategy
  • A guide focused on each of the planning fundamentals
  • A process for planning that will shape your strategy

Get everything you need to analyze the metrics that matter

Social Marketing Planning & Strategy Kit

Download

Lucy Hitz

I’m the Content Marketing Manager here at Simply Measured. I manage our blog, produce longform content, head our co-marketing initiatives, and host the Simply Social podcast, among a few other things. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.